Get Your Clients To Talk About You – Especially At A Time When They Are Most Happy With Your Products Or Services!
John Dwyer
“Way-outside-the-box” marketing thinker who amazes business owners with stunning “customer attraction” concepts.
In my opinion, one of the most potent direct response marketing techniques is the use of customer testimonials!
Whatever business you’re in, an endorsement and warm words from customers will go a long way to convincing others to try your products or services.
Let’s face it, people are sceptical of you talking about you!!
The Marketing Sherpa Landing Page Handbook rated various types of testimonials among the most effective tactics for improving conversion rates using the scale from 1 to 5 (with 5 being the "most effective")
The results are below.
From this survey, we can infer that the level of performance associated with testimonials can be linked to their level of credibility and authenticity.
Customer reviews are perceived as the most trustworthy, while video testimonials are a close second.
Why? Because the customer is visible, adding a layer of veracity that audio alone (which scored lower) doesn’t provide.
Text-format testimonials are often the easiest to acquire and display, but that’s also partly why they are less likely to be perceived as genuine by prospects.
This is especially true when quotes are anonymous or initialled; lack details such as title, company, or a photo; or sound contrived (even if legitimate).
Bottom line: Marketers need to step up their efforts with credibility indicators if they want to improve results.
By itself, plugging a list of quotes from random customers into a page is not likely to produce a significant gain.
None of the comments from the survey come as a surprise to me, I’m always significantly more intrigued by a conversation with someone versus reading comments online or in the newspaper.
So there you have it.
The decision is yours regarding the type and use of your customer testimonials, but I highly recommend that you exploit this very powerful sales tool as quickly as possible, because chances are that your competitors will be sitting on their hands for some time to come.
One of my clients. who has a gutter cleaning business, took my advice and grabbed some testimonials from his recent jobs – however, these are not quite the testimonials I was talking about!!
Let me know what you think??????
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